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Delhaize Presentation
Presented by:Jan Claessens
Senior Category Manager Fresh Meat Delhaize
17 November 2006
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Delhaize Group
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139 years of history
• 1867: Jules Delhaize & Jules Vieujant open first Delhaize-store, in Charleroi
• 1914: 500 stores, all over Belgium
• 1957: opening first supermarket on European continent (Place Flagey – Brussels)el)
• Seventies: start of the international expansion
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Activities in 8 countries on 3 continentsUnited States:
1.537 storesFood Lion, Hannaford, Sweetbay, Kash ‘n Karry, Harveys
Greece: 135 stores
Belgium, Luxemburg, Germany: 808 stores
Delhaize Group: Sales: € 18,6 billion180.000 associates
Emerging markets:Czech Republic, Romania, Indonesia156 stores
Figures End 2005
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Activities in 8 countries on 3 continents
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Home base of Delhaize Group
808 stores, 8 store formats– Food – Experts
Market share: 26%
16.000 associates
Sales: € 4,0 billion
Delhaize Belgium
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130 supermarkets Delhaize
189 AD (affiliates)
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Proxy 141 Delhaize
19 Delhaize City
54 Shop ‘n Go
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131 Di(drugstore)
100 Tom & Co(petshops)
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41 Cash Fresh
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Strategy Delhaize Belgium
What does our customer want?
To have a large choice
To find what he is looking for
To pay the right price
To feel at home in our stores
To look after his health
Delhaize. Quality makes us different.
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To have a large choice
Live like you wish
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Via:
Clear in store communication
Correct price labelling
Good stock management
Helpful associates
To find what he is looking for
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Delhaize offers products for every budget, with quaranteed quality
National brands– Prices constantly compared with those of competitors
Delhaize private label– Quality at least as good as national brands– At least 10% cheaper
365– Products for every day use, of good quality– Same price as discounters
Produce– Sold every day at best market price
To pay the right price
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For every customer a
Delhaize store in the
neighbourhood
Clean and pleasant
stores
Friendly and
motivated staff
Delhaize takes care of
environment, mobility
and diversity
To feel at home in our stores
16Bewegen
Delhaize, thé reference for healthy food Products:
– Large produce assortment– 650 organic products– Health department in stores– Products for specific dietary needs– …
Quality and food safety:
– Quality label Controle & Origine
– HACCP in stores and distribution centers
– ISO 9001-certification for cold chain
– …
To look after his health
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• Information– Logos for products with added nutritional value– Health campaigns (in store and media)– Raise awareness of associates– Partnership with Olympic Health Foundation
To look after his health
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Meat Department
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Types of meat sales
• Supermarket full self-sevice
• City full self-service
• AD service and self-service
• Proxy service and self-service
• Shop&Go full self-service
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1. Delivery of technical pieces of meatprepared & packed in store (650 butchers) 80%
2. Delivery of bulk products prepared by supplierrepacked in store 15%
3. Delivery of products ready for salepacked by supplier 5%
Types of meat delivery
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Division of the fresh meat categorysupermarkets in tonnage
Beef 41 % =
Porc 39 % -
Veal 10 % +
Lamb 8 % +
Offal 1,5 % -
Horse 0,5 % -
Total 100 % =
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Origine of meat in supermarkets
Beef 90 %7 %3 %
Belgian meat MeritusImport meat
Belgian Organic meat
Porc 95,5 %4 %
0,5 %
Belgian meat CertusBelgian organic meat
Import meat
Veal 100 % Belgian meat BCV
Lamb 78,5 %21 %
0,5 %
New Zealand – AustraliaEU
Belgian organic meat
Offal 100% Belgium
Horse 100% South America
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The future of the meat departement
• Quality : constant level
• Health : more and more important
• Security : delicate subject
• Convenience : change of lifestyle
• Traceability : consumer trust in product
• Profession : personal recruitment
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Questions?